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With mobile phones in the hands of more and more consumers in APAC and screen time increasing, 70% of marketers in APAC are incorporating in-app advertising into their marketing strategies. I noticed. Especially in Singapore, where users spend about 5 hours every day using their mobile phones, which is about 1 hour more than the global average, 88% of marketers in Singapore do in-app advertising, and this is the best in the region. These are the results of PubMatic’s latest research into in-app advertising trends at agencies in Singapore, South Korea, and Japan.
Don’t miss: Why in-game ads often stop mobile gamers from playing
The study also found that in-app advertising benefits brands, with 79% of marketers seeing an increase in brand awareness and 66% of marketers seeing an increase in return on investment. I did. Performance buyers are more likely to do in-app advertising than brand buyers, at 77% and 60%, respectively, but the benefits of in-app advertising vary depending on the maturity of the mobile advertising market.
For example, 92% of mobile marketers in Japan reported increased brand awareness, but only 40% noticed an increase in ROI. In contrast, Singapore’s more mature mobile advertising market has seen an 84% increase in ROI despite a 75% increase in brand awareness.
Marketing budgets shift to mobile games
With 67% of the world’s internet users now being mobile gamers, it’s no surprise that 77% of marketers in Singapore spend on in-game advertising. Furthermore, when it comes to in-game advertising, the gap between performance buyers and brand buyers has widened to 71% and 32%, respectively.
Interestingly, in-game advertisers place most of their ads in action-oriented games rather than casual games, where games in the puzzle genre are the most played. This discrepancy between consumer and advertising budgets highlights the need to provide buyers with the flexibility to spend on different game genres with different opportunities.
In fact, the top five most-played game genres have similar market shares, with puzzle games at 25%, adventure and competitive games at 23%, and arcade and racing games at 20% each. It accounts for 19%.
While performance ads dominate in-game advertising, 59% of marketers report that the biggest appeal of in-game advertising is the ability to create positive associations between mobile gamers and their brand. doing.
Other reasons marketers cite for in-game advertising include its broad target audience, variety of ad formats, and attention-grabbing effectiveness.
Marketers in Singapore are also the most enthusiastic about in-game marketing, with 38% saying they would increase their spending “significantly” and 36% saying they would increase their spending “slightly.”
Misconceptions about mobile gamers
Despite in-game advertising being a valuable touchpoint, marketers are reluctant to invest in mobile game advertising, with 48% citing a lack of alignment with their company or brand values. Additionally, 38% of marketers said their target users do not match gamers.
However, this study also shows a discrepancy between marketers’ perceptions of mobile gamers and their actual demographics, so questions about target audience alignment may be unfounded.
Marketers in South Korea and Japan believe that gamers are primarily male and under the age of 27. According to global user research, the average mobile gamer demographic is almost evenly split between men and women.
While younger players have higher penetration rates, older players spend more time playing video games. Additionally, Japanese women are more likely to be mobile-first gamers, making up 55% of Japan’s mobile-first gaming community.
Misconceptions about the average mobile gamer can lead to missed opportunities to target the higher spending potential of older age groups and the decision-making power of women in the household.
Programmatic vs. direct purchasing
Programmatic is the preferred in-app purchasing option for 62% of advertisers, reflecting the need for agility with data-driven accuracy, adaptability, and cost efficiency.
Direct buyers, on the other hand, cited “precise audience targeting” as the top reason for their purchasing method, followed by “more control over advertising” and “customizable solutions tailored to a brand’s specific goals.” are listed.
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